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    Case Study-Singapore Airlines

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    Asmara Noor
    SIA has achieved success through its three pillar strategy of high quality inflight service, modern fleet, and outstanding ground service. However, maintaining leadership is difficult as customer expectations rise and new competitors emerge. To respond, SIA needs innovative approaches. When issues arise, explaining decisions and applying flexibility improves customer satisfaction while empowering staff. Continuous improvement considering all factors is key for world-class organizations.

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    Case Study-Singapore Airlines

    Uploaded by

    Asmara Noor
    377 views2 pages
    SIA has achieved success through its three pillar strategy of high quality inflight service, modern fleet, and outstanding ground service. However, maintaining leadership is difficult as customer expectations rise and new competitors emerge. To respond, SIA needs innovative approaches. When issues arise, explaining decisions and applying flexibility improves customer satisfaction while empowering staff. Continuous improvement considering all factors is key for world-class organizations.

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    SIA has achieved success through its three pillar strategy of high quality inflight service, modern fleet, and outstanding ground service. However, maintaining leadership is difficult as customer expectations rise and new competitors emerge. To respond, SIA needs innovative approaches. When issues arise, explaining decisions and applying flexibility improves customer satisfaction while empowering staff. Continuous improvement considering all factors is key for world-class organizations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    377 views2 pages

    Case Study-Singapore Airlines

    Uploaded by

    Asmara Noor
    SIA has achieved success through its three pillar strategy of high quality inflight service, modern fleet, and outstanding ground service. However, maintaining leadership is difficult as customer expectations rise and new competitors emerge. To respond, SIA needs innovative approaches. When issues arise, explaining decisions and applying flexibility improves customer satisfaction while empowering staff. Continuous improvement considering all factors is key for world-class organizations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Case Study

    Singapore Airlines

    1- What have been SIAs main ingredients of success for decades?

    SIAs three-pillar strategy is critical to its success. High-quality inflight service (e.g. well-trained

    flight attendants, variety in the menus of meals), the most modern fleet (e.g. young fleet, large

    and comfortable seats) and an outstanding service on the ground (e.g. high-quality service at

    reservation desks) make the foundation of success. Furthermore, policies and practices

    developed by management are of high importance in maintaining the three-pillar strategy.

    2- How has its success become vulnerable? Why is it difficult to maintain a leadership

    position for a company like SIA and continuously improve?

    SIA success has become vulnerable due to the constant increase of customers demands and

    expectations, new successful competitors and labor shortage in Singapore. Since SIAs

    concentration is on the constant improvement of service quality, customers demands increase

    every day and satisfying all expectations and needs is difficult. Moreover, SIA competitors

    imitate SIAs strategies and try to improve themselves continuously. So, SIA needs innovative

    ways in order to overcome these problems.

    3- If you were the boss of ground agents in Manila and Denpasar, what feedback and

    guidance would you give them? What would you write as a response to Denvers

    complaint letter?

    Regarding the agents, I would encourage them to apply flexibility in their decisions and explain

    the reasoning behind their decisions to customers in detail.


    In response to Denvers complain letter, first I would apologize him because his need had not

    been met. Then, I would explain related rules and regulations to him and give him the rational

    reason of agents decision making.

    4- Which of the two approaches at the end of the case would you support and why? What do

    world-class organizations need to improve and change continuously?

    I would prefer the second approach because it is holistic and considers all aspects of a decision-

    making process which include reasoning, flexibility, customer satisfaction, and staff

    empowerment.

    World-class organizations need to improve their products (services) and strategies regarding their

    internal and external environmental factors (e.g. financial resources, and competitors) by

    applying innovation.

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